Defining the New Landscape of TV Experiences

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Since the introduction of the TV, the user experience has evolved from a single use case involving groups surrounding a single set, viewing limited programming on 2-3 channels, to ever more complex systems involving competing and complementary technologies, devices, services, programming, inputs and interactions, contexts, and expectations which are further convoluted by the ecosystem of user, programmer and advertiser intentions.

Modern users consume programming and services in a wide variety of scenarios. They now have the ability to watch in co-located and/or geographically dispersed groups; can simultaneously engage with several displays, devices, channels, people, and services; and can consume content on demand, freeing them from programming schedules. In addition to the added flexibility in viewing habits, there is also an everincreasing amount of programming options coming from a variety of content creators, allowing for more niche content options. Those designing modern and future TV experiences must consider disparate or related programming, social engagement, varying degrees of user attention and interaction, and usecases involving a wide variety of locations, and
contexts and time.

One emerging focus area, the usage of second screens, is often not directly related to the presented TV content, though a lot of recently developed applications pair the TV screen with a second screen. Challenges emerging from the interaction with second screens are, for example, the tension between lean-forward content and lean-back consumption, the loss of immersion due to a fragmentation of the video frame, and the tension between multiple and single users. Additionally, social TV applications have become increasingly important and enable social interactions around TV content (e.g., by combining it with social media on a second screen in order to share favorite television programs or get recommendations).

Researchers and practitioners often face challenges when designing for new TV experiences due to restricted understandings. Designing for this richer landscape of experiences requires the development and organization of knowledge around these complex ecosystems of technology and humans behaviors. We will focus on a few emerging areas of knowledge development to support future innovation.